Course Outline

Marketing Communication Courses in London, UK

Advertising: Role, Forms and Strategy

• Selling propositions
• The use of emotionin advertising
• Types of advertising
• Using advertising strategically
• Consumer-generated advertising

Public Relations: Principles and Practice

• Public relations and relationship management
• Objectives of public relations
• Public relations: methods and techniques
• Media relations
• Forms of public relations

Sponsorship

• The growth and development of sponsorship
• Sponsorship objectives
• How sponsorship might work
• Types of sponsorship
• The role of sponsorship in the communications mix

Direct Marketing and Personal Selling

• The growth of direct marketing
• The role of data
• Direct-response media
• The tasks of personal selling
• The role of social media in personal selling
• Strategic account management

Sales Promotion, Field Marketing and Brand Experience

• Sales promotion plans:the objectives
• Retention programmes
• Sales promotion: methods and techniques
• Range of field marketing activities
• Brand experience and events

Brand Placement, Exhibitions, Packaging and Licensing

• Characteristics and issues of brand placement
• Trade shows and exhibitions
• The communications dimensions of packaging
• Licensing

Target audience

The integrated marketing communication course is targeted for:

• Chief Communications Officers
• Marketing and communications directors, managers, executives and staff.
• Those who wish to understand how brands create communications and engage audiences in brand conversations.
• Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
• Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.

Learning outcomes

Upon completion of Marketing Communication Courses, you will be able to understand:

• The role that advertising plays in influencing our thoughts and behaviour.
• Advertising as an independent discipline.
• The use of selling propositions, and the role of emotion in advertising.
• Different types or forms of advertising.
• Ways in which advertising can be used strategically.
• Issues associated with consumer-generated advertising.
• The nature and characteristics of public relations.
• The main audiences to which public relations activities are directed.
• The role of public relations in the communications mix.
• Ways in which public relations works.
• Some of the main methods and approaches used by public relations.
• The nature and context of crisis management.
• How sponsorship activities have developed and the main characteristics of these forms of communications.
• Reasons for the use of sponsorship and the types of objectives that might be set.
• How sponsorship might work.
• The variety and different forms of sponsorship activities.
• Reasons why sponsorship has become an important part of the communications mix.
• Key characteristics of direct marketing.
• Different methods used to implement direct marketing.
• The significance of the database and Big Data in direct marketing and different direct-response media.
• Different types, roles and tasks of personal selling.
• The role and evolution of social media withinpersonal selling.
• Characteristics of strategic account management.
• The value and role of sales promotions.
• Ways in which sales promotion is thought to work.
• The merits of loyalty and retention programmes.
• Different sales promotion methods and techniques.
• Ideas associated with field marketing andrelated activities.
• Principles associated with brand experience.
• The concept and issues associated with brand placement.
• The differences and significance of exhibitions and trade shows.
• The main advantages and disadvantages of using exhibitions as part of the communications mix.
• The role and key characteristics of packaging as a form of marketing communications.
• Principles associated with licensing.

Also see

LBTC’s marketing communication courses includes Level 2 Marketing Training courses.